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Subscribe to Adrants Daily. Ten years after it would have been, perhaps, at least a tiny bit OK, there seems to be a sudden onslaught of marketers becoming BFFs with txt and chat-speak. It's great to connect people with the stars they love and this campaign aims to do that. No problem there. But when you have statements from Mindshare Entertainment President David lang like, "We wanted to show teens that we understand them and know how they communicate with their friends," things get a bit sketchy.
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Remember me. Forgot your password? Subscribe today to gain access to the every Research Intelligencer article we publish as well as the exclusive daily newsletter, full access to The MediaPost Cases , first-look research and daily insights from Joe Mandese, Editor in Chief. Unilever spokesperson Heather Mitchell would not divulge budget figures, but did say that the brand has a "robust integrated marketing plan in place to generate buzz. Print ads are in the latest issues of CosmoGirl!